For a good laugh, go back a couple of years and read all the hyperventilating about how the web was going to play a huge role in political advertising in 2008. For example, this piece from Online Media Daily, August 23, 2006

"Report: Politicos To Boost Web Spending in '08

Political consultants are gearing up to spend more on the web in 2008...

The study, based on a survey of 155 political consultants, found that about one in three...intend to spend more than 20 percent of their campaign budgets online..." (emphasis mine)

Yeah, right.

Afterthought:Researchers do studies and issue reports. Nobody ever follows up on their predictions. Some day I'm going to quit the ad businesss and start "The Institute For Research About Research." I'm going to document all the nonsense and bullshit that market researchers promulgate.

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Ad Contrarian Says:

"Shakespeare was a storyteller. You're a copywriter.""Good ads appeal to us as consumers. Great ads appeal to us as humans."

"Social Media: Tens of millions of disagreeable people looking to make trouble."

"As an ad medium, the web is a much better yellow pages and a much worse television."

"Sometimes success in the advertising business requires sitting quietly and letting clients proceed with their hysterical delusions."

"Marketers prefer precise answers that are wrong to imprecise answers that are right."

"Brand studies last for months, cost hundreds of thousands of dollars, and generally have less impact on business than cleaning the drapes."

"The idea that the same consumer who was frantically clicking her TV remote to escape from advertising was going to merrily click her mouse to interact with it is going to go down as one of the great advertising delusions of all time."

"Nobody really knows what "creativity" is. Every year thousands of people take a pilgrimage to find out. This involves flying to Cannes, snorting cocaine, and having sex with smokers."

"Marketers habitually overestimate the attraction of new things and underestimate the power of traditional consumer behavior."

"We don’t get them to try our product by convincing them to love our brand. We get them to love our brand by convincing them to try our product."

"In American business, there is nothing stupider than the previous generation of management."

"If the message is right, who cares what screen people see it on? If the message is wrong, what difference does it make?"

"The only form of product information on the planet less trustworthy than advertising is the shrill ravings of web maniacs."

"There's no bigger sucker than a gullible marketer convinced he's missing a trend."

"All ad campaigns are branding campaigns. Whether you intend it to be a branding campaign is irrelevant. It will create an impression of your brand regardless of your intent."

"Nobody ever got famous predicting that things would stay pretty much the same."